Chapter 18  Sales promotion and Personal Selling

Like many other companies  Lay’s chip uses sales promotion to increase the effectiveness of its promotional efforts.  Sales promotion offers consumers an incentive to buy, either by lowering price or adding value. Lay’s  doesn’t uses consumer sales promotion  for consumer market but use trade sales promotion for the members of marketing channel such as wholesalers or retailers. Recently  lay’s started offering a small pack of chip for 99 cents and I purchased it because it’s cheaper and tastier  than the other products.

Marketers use sales promotion to increase the effectiveness of their promotional efforts. The company does this by using trade sales promotion with such tactics like online promoting. They don't use coupons, rebates, premiums, loyal marketing programs, contests, and sweepstakes.